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Using the evidence: The benefits of passive data collection and e-memory for qualitative research
Robert Cook, ESOMAR, Qualitative, Valencia, November 2013
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour.
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour. Traditional interviewing is heavily reliant on recall and reporting accuracy by the subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This method captures a more accurate record of behaviour and helps to generate insights for future innovation. An example of how these developments in research were used to analyse how people use their smartphones in various situations is explained.
Standardising Touchpoint Analysis: A cross media neuroscience study from China with real world investment tracking
Tang Ruihong and Caroline Ji, ESOMAR, Congress, Istanbul, September 2013
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising. Research has shown that budgets for online video ads are catching up with traditional television spending, but doubt still remains as to their effectiveness. It is argued that traditional television and online video are, in contrast to common assumptions, very different media that require separate strategies. The study presented here uses a multiscreen neuroscience study to better understand how advertising budgets should be allocated. It recommends that when the reachable audience and media costs are the same across online video and television, media buyers should consider prioritising online video.
Chinese Consumers' Perceptions Toward Smartphone and Marketing Communication on Smartphone
Huan Chen, Fang Liu and Tingting Dai, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Qualitative research was conducted to explore Chinese consumers' perceptions of smartphones and marketing information on smartphones.
Qualitative research was conducted to explore Chinese consumers' perceptions of smartphones and marketing information on smartphones. Findings indicated that Chinese consumers' interpretations were largely shaped by their previous experiences with computer usage. The study also revealed the multiple barriers of mobile marketing on smartphones in the context of China. Theoretical and practical implications are offered.
The Effects of Interface Design of Hand-Held Devices on Mobile Advertising Effectiveness Among College Students in China
Wenjing Xie, Yunze Zhao and Wenya Xie, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China.
Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China. This study employs mobile marketing theories and examines how the interface design of hand-held devices influences mobile advertising effectiveness among college students in China. A survey with 442 undergraduate and graduate students was conducted in Beijing in 2011. Results indicate that the interface design of the hand-held devices, especially the ubiquitous feature, large screen size, advertisement size, and ease of use, will foster a positive emotion, increase Chinese college students' arousal upon receiving mobile ads, and increase purchase intention. Theoretical and practical implications and suggestions for future research are discussed.
Youth Mobile World! A multi-country comparative case study of mobile use among young people
Anastasia Mirzoyants and Aneta Guenova, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media.
This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media. The methodology was replicated with little to no adaptation across selected countries. The study employed a suite of research methods from a large-scale national survey to expert interviews, focus groups and ethnographic observations. Results indicated that, while the new media did not turn youth into political activists overnight, they did make them more responsive to the world around them and, in times of crisis, more politically or socially active. The authors argue that the study served as a useful background for "situating" findings from follow up digital research in selected countries.
Inspirational customers dialogues: The journey behind the global evaluation of the 2013 IKEA catalogue
Frederic Gennart and Tom De Ruyck, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China.
This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China. The annual catalogue is IKEA's main communication channel globally and IKEA needed to address a key marketing challenge global brands are confronted with: how to ensure that global communication efforts stay locally relevant. The paper also shows what's next for MROCs and shares best practices in moving an existing qualitative project online, creating internal buy-in for emerging methods, engaging internal audiences with the results, reactivating a MROC and using a MROC as the backbone while fusing it with other qualitative, quantitative and observational research techniques.
Big Data, Better Decisions: How does business intelligence drive change in the Chinese automotive market?
Tiger Lee Weihan, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper shows the process of generating an automotive customer repurchase model of customer relationship management in China, based on data warehousing after data integration.
This paper shows the process of generating an automotive customer repurchase model of customer relationship management in China, based on data warehousing after data integration. China has become the world's largest automotive market, but only in the new sales market. For most Original Equipment Manufacturers (OEMs) and dealers, new vehicle sales lead to a better market share and greater revenue, while after-sales deliver the main source of profit: after-sales profit margins are five to ten times higher than sales profit margins. Customer loyalty is key to avoiding customer churn and the model proposed in the paper offers a new solution for marketers to attract more customer loyalty in China's rapidly growing after-sales market.
24/7 Diginography: Reality ethnography to decode the context sensitivity of colour among Asian countries
Dangjaithawin Anantachai, Kanita Tungworapojwitan and Rosesanant Punithipandku, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper reports on a study that decoded the different cultural and generational meanings of colour in China, Japan, Thailand and Vietnam, in order to provide brands with a better understanding of the impact and implications of their colour choices.
This paper reports on a study that decoded the different cultural and generational meanings of colour in China, Japan, Thailand and Vietnam, in order to provide brands with a better understanding of the impact and implications of their colour choices. The research is based on findings from a market research online community of "nowsumers", whose close connection to digital and mobile technology enables the collection of constant ethnographic data ("24/7 diginography"). The paper includes an investigation of aspects of these consumers' everyday lives, with emphasis on their non-spoken observations in relation to colour symbolism.
Growing brands by connecting with deeper human motivations: Demonstration of a new research approach that directly links to business outcomes
Niels Blichfeldt, Sue Philips and Shivani Dayal Kapoor, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research.
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research. Brand growth is achieved through different options including optimisation of brand positioning, portfolio management, repositioning, brand stretching and innovation. This report criticises standard brand equity research, claiming that it is unable to effectively answer how a company can make brands meaningful to people and how meaningful brands can grow a business. The people-centric methodology proposed in this paper deconstructs human needs into four layers that on average explains 85-95% of brand choice, then supports this with a psychological model, which ensures that all decisions are made with consumer motivation at the centre. Then to determine the direction of a brand's growth, it identifies the brand's current Attitudinal Equity (a measure of the strength of consumers' psychological relationship with the brand) and focuses on growing it.
Research communities in Asia Pacific: A review of similarities and contrasts
Ray Poynter, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper looks into how online research communities are being adopted in Japan, China, India, Singapore and Vietnam.
This paper looks into how online research communities are being adopted in Japan, China, India, Singapore and Vietnam. Specifically, it explores the implications of cultural differences and different technologies (especially in terms of internet and mobile) in setting up Asia-Pacific communities. The paper also offers a general definition of research communities, a global overview of research communities and predictions about where research communities are going next.
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